What leads end-users to continue using social networking sites: Insights from Cote D'Ivoire

Abstract

Most Social Networking Sites (SNS) platforms are abandoned over time despite the positive influence they may have on overall organizational performance. There is a gap when approaching information and communication technology (ICT) use continuance, in general, and SNS use continuance, particularly since the existing theories focus mainly on accessibility and consider users as exclusively rational decision-makers. In some circumstances, a subconscious mechanism may prevail. Therefore, in this paper, we designed a model that considers rational and unconscious factors in explaining SNS use continuance. The survey helped us to collect data we analyzed using structural equation modeling through partial least squares (PLS). One significant finding of our research is that Habit is the most influential factor to continue using SNS. In addition, individuals will continue to use SNS if the facilitating conditions are provided by removing barriers related to resources and other means required for the platform's use. Our results constitute a foundation from which sustainable and actionable policies may be framed and executed to ensure the success of SNS in organizations and ultimately contribute to socioeconomic development.